The pros and cons of the introduction of a new brand identity on the first of January

Traditionally many merged organisations go ‘live’ on the first day of the new year. From a legal perspective this makes sense. Two or more organisations cease to exist by the first of January and a new organisation, usually with a new name, arises. Should this date, however, also be the deadline for the implementation of the new brand identity?

If the answer is yes, this means you ask a lot of both the organisations involved and the suppliers. After all, during the holiday season (which is the intended timeframe for the implementation) many organisations are closed. Capacity is sparse, which increases the costs of implementation.

Apart from you suppliers, you also need your own people to be at the office to receive the new stationery, to open the doors for e.g. installers of (illuminated) signage and to make sure the vehicles are standby for rebranding. We are sure most of your personnel did not intend to work during the holiday season and, even worse, nobody will even notice the new brand identity!

Because the first of January is the day we are all celebrating the new year. Afterwards we go back to business as usual, but this takes some time and therefore business news is hardly noticed.

As a specialist in the implementation of brand identities the January first deadline is an annual phenomena, and we invent all kinds of complicated arrangements to make it happen. Even though, as stated before, all the hard work will hardly be noticed.

For that reason, we advocate to ‘postpone’ the deadline for implementation of a new brand identity until after January 1st. What is wrong with the 9th, or 12th? Or even the 16th of January?

Of course, software and printed matter with the new brand identity should be available on the first day the new organisation is in business. But it makes absolute sense to set the implementation deadline for all labour-intensive adaptions (such as the vehicle fleet, signage and corporate wear) including the start of the brand campaign at a later date. It has significantly more impact, it generates less chaos during implementation at no additional cost.

So who is with us?